Beauty Marketing 2011: U.S. Promotional Activities and Strategies Assessment Published March 2012 Base Year: 2011 A comprehensive analysis of the changing face of beauty marketing in the United States for personal care products focusing on key trends, developments, changes, challenges and business opportunities.

1. Consumer Products
In-Depth Report Series
Beauty Marketing 2011:
U.S. Promotional Activities and Strategies Assessment
1st Edition
Published March 2012
Base Year: 2011
A comprehensive analysis of the changing face of beauty marketing in
the United States for personal care products focusing on key trends,
developments, changes, challenges and business opportunities, and
addressing such issues as:
Types of marketing approaches major beauty marketers are
employing
How beauty companies and brands are connecting with their
customers
Beauty marketing best practices
New trends in social media and relation to the marketing mix
Latest trends in sampling, mobile marketing, and viral marketing
Use of special events and sponsorships
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Report #Y701 | © 2012 Kline & Company, Inc.

2. Beauty Marketing 2011:
U.S. Promotional Activities and Strategies Assessment
Report Scope
Beauty Marketing 2011: U.S. Promotional Activities and Strategies Assessment provides subscribers with a detailed
analysis of industry marketing trends and developments for the personal care industry in general and for key beauty
brands.
The study focuses on these industry trends and developments, as well as:
Marketing trends relative to the personal care industry
Understand how marketing methods have changed over the past few years
The rise of social media, how it is changing the landscape of the beauty marketing, and how to integrate with
traditional media
In-depth profiles of the marketing activities of the major beauty brands
Marketing and promotional best practices for the beauty industry
How beauty companies are creating traffic and leads
Key Benefits
This report enables subscribers to exploit business opportunities by understanding what is happening in the fast
changing marketing arena.
Specifically, this report assists subscribers by providing:
A highly reliable and independent assessment of marketing activities employed by beauty firms
An unbiased appraisal of emerging marketing techniques
Competitive intelligence for use in benchmarking
What new marketing methods have consumers been receptive to and why
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3. Beauty Marketing 2011:
U.S. Promotional Activities and Strategies Assessment
Report Contents
1. INTRODUCTION 4. BRAND PROFILES
For each of the brands listed in Table 2, the report provides
2. EXECUTIVE SUMMARY information on its changing marketing approach relative to the
Key trends marketing methods listed in Table 1.
Challenges and opportunities Brand marketing background
Industry cost structures for marketing and promotional Review of overall marketing mix
expenditures New developments
Key lessons learned Examples of 2010-2011 marketing initiatives
Appraisal
3. MARKETING METHODS
The following information is provided for each of the marketing
methods segment listed in Table 1.
Recent history and use of method
New trends and developments
Importance and relation to marketing mix
Examples of what brands are doing
Appraisal and expected future trends
Table 1: Marketing Methods Profiled Table 2: Brands Profiled
Advertising Avon Gillette
Blogs Axe Lancôme
Coupons/price promotions/rebates Bare Escentuals MAC
Direct marketing Bath & Body Works Maybelline
Events/publicity/philanthropy The Body Shop Neutrogena
In-store marketing Burt's Bees Olay
Internet/websites Clinique Old Spice
Mobile marketing Cover Girl Pantene
Sampling Crest Proactiv
Social media Dove Redken
Videos Estée Lauder
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4. Beauty Marketing 2011:
U.S. Promotional Activities and Strategies Assessment
Methodology
Kline is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of
confidence.
Kline's market analysis approach relies heavily on primary research, employing the use of telephone interviews to
capture insights and information from a wide range of industry experts and opinion leaders including personal care
manufacturers and marketers, distributors and suppliers, key retailers, public relations and advertising executives,
and other direct influencers on marketing and promotional decisions.
This approach has proven to be the most effective and reliable approach to obtaining accurate market data,
capturing expert insights, and identifying business opportunities.
The analysis is supplemented by a thorough review of secondary research drawn from marketing literature, brand
websites, samples, special events, magazine advertisements, collection of coupons, industry blogs, recent trade
articles, social media, and other internet sites.
The cost structure and expenditure information is drawn from Kline's latest edition of Personal Care: U.S.
Competitor Cost Structures.
Kline Credentials
Kline is a worldwide consulting and research firm dedicated to
providing the kind of insight and knowledge that helps companies Recently published or in-progress research for the
find a clear path to success. The firm has served the management Consumer Products industry includes:
consulting and market research needs of organizations in the
chemicals, materials, energy, life sciences, and consumer products Cosmetics & Toiletries
industries for over 50 years.
Beauty Retailing
Kline's research and consulting services extend across the entire Natural Personal Care
personal care industry value chain. Our solutions have helped
clients develop better ways to create and profit from new business Personal Care: U.S. Competitor Cost Structures
opportunities, respond to competitive and economic threats,
Professional Skin Care
improve productivity, achieve sustainable growth, and optimize
performance. Kline provides clients with facts, forecasts, and Salon Hair Care
recommendations based solidly on the realities of the market.
Our market research reports and services are designed to provide subscribers with a deeper understanding of their
markets, an outlook for their business, and accurate information about their competitors. Our clients tell us they
often use Kline's market research to validate their own internal analysis, and many clients rely on Kline reports as
their most critical source of information.
For more information about this study or Kline's other services, e-mail us at sales@klinegroup.com, visit our website
at www.KlineGroup.com, or contact us at any of our regional offices listed below.
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5. Beauty Marketing 2011:
U.S. Promotional Activities and Strategies Assessment
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